For 40 years, companies and organizations have focused their marketing efforts on young adults 18-49 years old. But today's Boomer Consumer, those 78 million Americans born between 1946-64, are either 50 years old or will be soon. And marketers are confused. They don't know how to treat today's older Boomers, who aren't seniors and never will be, but are no longer young adults. Over the past few years, Matt Thornhill and John Martin of the Boomer Project have extensively researched and studied Boomers. They have uncovered key psychological, sociological, and anthropological aspects of this generation. Their research-inspired consumer insights have appeared in stories about Boomers on NBC, CBS, CNBC, MSNBC, and PBS, as well as BusinessWeek, Time, and US News & World Report, and newspapers like The New York Times, The Washington Post, Chicago Tribune, and the Los Angeles Times. For the first time, the Boomer Project's insights have been packaged into this powerful marketing resource: Boomer Consumer. You'll learn how to connect with and influence this large-and-in-charge generation by using techniques like emotionally compelling messages, the power of story, and life stage instead of age. Plus, you'll come away with ten new rules for marketing to today's Boomer Consumer that can be applied across hundreds of categories. Boomers are far from over the hill as consumers. Companies and organizations that can tap into today's Boomer Consumer will be poised for success for years to come.

Financially attractive markets -- Opportunity research -- Market assessment -- Internal capability -- Customer identification -- Strategy -- Innovation -- Promotion -- Pricing and distribution -- Health and beauty -- B2B marketing -- 21st Century 'Es'.

With Baby Boomer women spending over a trillion dollars a year, the days of 40+ women being ignored by marketers are numbered BOOM is a comprehensive guide to identifying, reaching and influencing these women. The book features insights and case histories from 40 top marketers, including executives from Intel, Ford, Seabourn Cruises, Citigroup, Wellpoint, Mary Kay, and more. Key features This is the only book on marketing to this specific demographic. Baby Boomers are the largest generational demographic today, and women not only outnumber men, but also influence as much as 80% of household purchase decisions Includes: The Eight Things You May Not Know About Boomer Women But Should, the Imago Diagnostic (ID), an assessment tool to help marketers identify what makes Baby Boomer women tick and more

Using familiar examples, Nyren advises how to change prescription drug advertising, discusses planned retirement communities and the ways that they can be made more appealing to maturing consumers, and more importantly, offers valuable advice on the advertising of general consumer goods and services. Exploding the myth that Baby Boomers just want to retreat to their younger years, Nyren explains that Boomers are not hung up on age. "Who actually thinks about his or her age all the time, or even very often?" he asks. "Contrary to social commentators, the media, and certainly advertising agencies, most of the time we are who we are: people in our middle age, and not much different but a little different than other generations were in their middle ages. We're not jumping in mosh pits while juggling cans of soda, trying to be eighteen again.

Based on massive, innovative, original and on-going research. Conducted since 1989 on 20,000 respondents to date, this research has gathered more than 50 million pieces of data and created nine separate psychographic segmentation strategies. These strategies offer a unique and deeper perspective on this highly diverse market, now our largest and most lucrative. The book's insights can be used by anyone attempting to identify, target, or influence persons 40 and older.

Go Where the Money Is BOOMERS & SENIORS: Hold over 50% of the nation’s wealth and more of its discretionary spending 46% have net worths exceeding $2-million Hold $1 out of every $2 available to advertisers, marketers, merchants, and service providers This is not a book about social good or business excellence or broad, big, sweeping ideas. It is a manual about getting money from those who have it and are, given reason and their interests met, very willing to spend it —on just about everything, and more of it, at higher average prices than any other consumers. Covers: What leading-edge boomers and seniors buy and why they buy it: the diversity and amount of their spending will surprise you Opportunities with The Affluent and The Still-Working: while 10,000 retire every day, 72% of boomers plan to keep working past age 65 The power of profiling: learn how to sub-divide this market, develop the profile of your ideal customer within this demographic, and use it profitably The New American Family: 2 and 3 generations under one roof: what does this mean to your business? The 10 best advantages of marketing to boomers and seniors and how to leverage them: Capitalize on conditioned behaviors and imbedded commands How to incorporate the power of…frame of reference, familiarity, classic credibility, fear and stress reduction, aspirations, and ambition in your advertising, marketing, and selling Lessons from and secrets of: AARP, Disney, Playboy, psychics and mentalists, 7-figure income financial advisors, dentists and lawyers, the mattress store with prices starting 6X the national price average, the J. Crew Co., Facebook, Coke vs. Pepsi, and others

Guidance you need to understand and embrace the nations most economically dominant generation. B. Joseph Pine II, coauthor, The Experience Economy and Authenticity The first book about Boomer men to integrate gender and generational insights into a framework marketers can use. Marti Barletta, author, Marketing to Women and PrimeTime Women a masterful job of envisioning how Baby Boomer men are about to transform the cultural narratives about aging and maturity. Ken Dychtwald, Ph.D., author, Age Wave and Age Power Born from 1946 to 1964, Baby Boomers represent 26 percent of the U.S. population. But pervasiveness alone does not capture their story of continuing influence and reinvention. Boomers have shaped every life stage theyve experienced. With the majority now over age 50, they are again changing business practices and institutions, from dawn of medical tourism to later-life entrepreneurialism. They are still shaping popular culture, from blockbuster films to stadium filling rock concerts. This book gives you astute glimpses into what it means to be part of the generation. Through this lens youll discover how you can improve marketing communications, product and service development, nonprofit value, and public policies. A special section looks at marketing to Baby Boomer men, including: Historical, technological, social, and cultural touchstones; Underdeveloped ways to combine gender and generational nuances; New segmentation research about the Boomer male cohort. The next few chapters of western society will include Boomers as influential protagonists, while Generation Reinvention continues to change the meaning of business, marketing, aging, and consumerism. Accurately forecasting the Boomer future has significant monetary implications for numerous industries. Some choose to see problems with Boomer aging. Readers of this book will come to see extraordinary opportunities. Brent Green is an award-winning strategist, creative director, copywriter, author, speaker, and consultant focusing on generational marketing. He is also author of Marketing to Leading-Edge Baby Boomers. He lives and reinvents himself in Denver, Colorado.

Today, more than ever, marketers need a way to increase the return on their marketing investments. Baby boomers continue to be the most powerful, vibrant consumers in the marketplace, despite an increasingly challenging economy. And the Internet provides both the most effective and efficient method to connect with these consumers. Dot Boom: Marketing to Baby Boomers through Meaningful Online Engagement provides the actionable framework you need to strategically plan engaging boomer-focused online campaigns. Dot Boom examines consumer behavior through the lenses of Developmental Relationship Marketing and a Meaningful Online Engagement model specific to mature adults. This book shows you how to build integrated, online campaigns that optimize the multi-touch-point, emotional, and experiential marketing techniques most effective with these consumers. Authors David Weigelt and Jonathan Boehman are the founding partners of Immersion Active, the only U.S.-based Internet marketing agency f

Are you a baby boomer business professional struggling to make sense of social media? Discover how to get in front of ideal prospects, increase customer retention and loyalty, and grow your business using social media. You'll see that it's fun to use social media to build your business when you have the right guide showing you the way. This book will show you: Which six social media websites you should be using; What to say and how to say it to build a vibrant community that listens to you; How to identify your ideal prospects and find them on social media sites; How to create and deliver content effectively; How to develop a social media marketing strategy, including a personalized Marketing Action Plan; How to have fun on the journey while gaining mastery over the medium. Like a travel guide, the book gives you a good overview of each social media destination, important insider tips to make your stay more enjoyable, and suggested itineraries to make travel easier as you become acclimated to the new environment. Finally, the book includes step-by-step instructions on how to set up accounts with each social media destination when you're ready to begin your journey.

"In this powerful, prescient book, economists and financial wizards William Sterling and Stephen Waite take an in-depth look at how America's baby boomers have transformed the nation's - and the world's - economy and how that transformation must inevitably - and radically - alter its course as the boomers age." "But the economic "big chill" won't freeze you if you're prepared for it. As Sterling and Waite show, there are strategies we can use, both as private individuals and collectively as a nation, to prosper during the "age wave." Privatizing social security, applying market principles to the health care system, rethinking the concept of retirement, tapping creatively into the potential gold mine on the Internet, using demographics to pinpoint growth industries: these are among the prescriptive suggestions that the authors, who successfully manage over $30 billion, show will work just as successfully for you."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved